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Creating Ever-Cool: A Marketer's Guide to a Kid's Heart (Hardcover)
by Gene Del Vecchio
| Category:
Marketing, Marketing for kid products, Sales |
| Market price: ¥ 248.00
MSL price:
¥ 218.00
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| Stock:
Pre-order item, lead time 3-7 weeks upon payment [ COD term does not apply to pre-order items ] |
MSL rating:
 Good for Gifts |
| MSL Pointer Review:
Don’t miss out on this "marketing professionals’ must- read" if you market to kids. |
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Author: Gene Del Vecchio
Publisher: Pelican Publishing Company
Pub. in: September, 1997
ISBN: 1565542568
Pages: 253
Measurements: 8.7 x 5.8 x 1 inches
Origin of product: USA
Order code: BA00366
Other information: ISBN-13: 978-1565542563
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Rate this product:
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- Awards & Credential -
One of the rare gems of kid-marketing literature, from a renown kid-marketing authority. |
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- MSL Picks -
This might be the most useful business book and the best book on kids that I've ever read.
Most business books have just a couple of points, mostly covered in the first chapter, and then drone on to fill the pages with expansions, slight additions, and examples. They should have been articles instead of books.
This book, however, is absolutely brimming with valuable information about the psyche of kids, chapter after chapter. It starts with ever-present needs; moves into fads; gender specific issues; age based issues; etc etc.
It draws on the author's extensive hands on experience at Ogilvy working with kids marketing. And his apparent research on child development and psychology.
And the fact that the time has changed. Internet, cell phone, Skypie, iPod, the new generation of children lead a life that’s very different from our generation. Marketing to kids therefore takes on new dynamics and consequently presents new challenges. The author covers the changed environments as well.
This is an excellent, concise but information-packed book on reaching kids for marketers, product developers and even parents!
(From quoting a American reviewer)
Target readers:
Marketing professionals, advertising and communication professionals, product development professionals, entrepreneurs, academics, and MBAs.
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Gene Del Vecchio is the president of his own marketing consulting firm, CoolWorks, whose objective is to help clients create really cool stuff that kids and parents will love. His clients are as blue chip and global as they come.
Mr. Del Vecchio is a frequent guest at kid-marketing conferences every year. In February of 2004, he delivered the keynote address at the Public Library Association¡¦s annual conference, where he discussed how to make libraries more appealing to young patrons. He has appeared as a guest on CNN, radio programs across the country, and has been quoted in Newsweek, The New York Times, USA Today, and Advertising Age. His articles have appeared in a broad range of publications, including The Marketing to Kids Report, Variety Junior, and Restaurant Hospitality Magazine.
Mr. Del Vecchio put his kid-marketing savvy into practice with his first novel, for young adults, titled "The Pearl of Anton." It received a starred review from Booklist for its rich details and suspense.
He holds a Bachelor of Arts degree, Phi Beta Kappa, in Economics from the University of California-Los Angeles and a Masters Degree in Business Administration from the University of Southern California.
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From Publisher
A revealing, behind-the-scenes look at how advertising executives view children and sell to them.
Although concise, this is a fascinating, eye-opening exploration for anyone who teaches or takes care of young people..
An inside look at how marketing companies view children in order to create the popular - cool - products that kids just "have to have." Invaluable for 25 pages on kid psyche, and how marketers use the knowledge of child psychology to develop brands intended to stimulate emotional needs. Designed for marketers, and written by a nationally-recognized expert on youth marketing, it's eye-opening for parents and teachers.
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| View all 7 comments |
Pat Wyatt (President, Licensing and Merchandising, 20th Century Fox), USA
<2007-01-01 00:00>
A smart and practical guide to understanding the essence of...marketing to kids... |
Heidi Sinclair (Managing Director, International Creative Management), USA
<2007-01-01 00:00>
If you think you know kids, think again and read this book. |
Judith Jewer (MSL quote), Canada
<2007-01-01 00:00>
Are you looking for a secret formula to guide your kid focused marketing decisions? Gene Del Vecchio's book - Creating Ever-Cool A Marketer's Guide to a Kid's Heart is truly insightful. It is the closest thing to a secret formula that I've come across.
Ever-Cool is a book that answers a seemingly simple but actually quite complex question... Why do some brands in the kids marketplace remain the favorites of children year after year - generation after generation. Exactly what gives these brands their staying power? Ever-Cool answers this question in a well written and entertaining style.
The book has 4 sections: '"The Introduction," "The Child's Psyche," "A Kid's World and Culture" and "Marketing to a Child's heart."
In 'The Child's Psyche' section Del Vecchio examines the timeless and underlying needs of childhood. From the differences between girls and boys, to their fears and fantasies.
'A Kid's World and Culture' investigates children in the world today. Their self awareness, shifting family structures, and universal (hopefully) experiences of childhood such as going to school, and living in the neighborhood.
The "Marketing to a Child's heart" section contains lots of advice and suggestions on how to utilize these insights.
I found the concept that there could be "Kid Psyche Gaps" in the market place to be particularly intriguing. Del Vecchio explains it in the following way: Psyche Gaps are "that part of the child's psyche that is not currently being satisfied by a competitor" (pg. 221.) Clearly identifying what these gaps are and strategically developing a product to fill the gap is very sound marketing.
Another really cool part of this section is the "Kids' Idea Matrix." Del Vecchio provides a creative idea development aid that works in the following way: "By forcing our eyes to see relationships, we help our brains consider the ideas that are born from them. This can be accomplished with a system I call Matrixing a simple process of putting various categories of items in front of our eyes, side by side, in a fashion that will help us to easily mix and match them. The items we will force together are those that we have discussed throughout this book." (pg. 185) Del Vecchio essentially is showing us how to use his ideas.
Del Vecchio also briefly covers advertising, setting up a research program, and ethics. All in all I personally have no hesitation in recommending this book. I found it to be highly insightful and an enjoyable read. |
A reader (MSL quote), USA
<2007-01-01 00:00>
Short version: Buy this book now, and get it shipped to you overnight!
This book is the secret weapon for anyone who markets to kids or wants to. Gene Del Vecchio manages to make the subject entertaining and engaging while teaching you a pile of indispensable techniques to capture a kid's heart.
Not only does the book teach you how to market products better, it gets you thinking different. Suddenly, you're developing products and strategies with kids in mind, and you understand why certain products are big hits with kids. |
View all 7 comments |
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